Leading researchers and instructors present an excellent exposition of technical innovations and related advancements which contribute to the dynamic and ever-changing nature of this field. Highlights the differences between domestic and international research, offering solutions to handle problems unique to multi-country investigations. Features a comprehensive section on marketing research applications including both traditional and current developments such as brand equity, customer satisfaction and TQM. Stimulating and challenging end-of-chapter questions plus scores of problems and case studies induce students' creative thinking.

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From the Back Cover:

What is bad marketing research? What are the research alternatives? How do you interpret and apply the results? These are just a few of the questions this classic text answers! The authors first show both practicing and future managers and researchers where marketing research fits into the organization and how it fuels decision-making. Then they detail each element of the process in a way that helps to develop sound decision-making skills. Finally, they spotlight how marketing research is effectively applied in today’s businesses. Throughout, clear and current examples, applications, and illustrations bring the material into sharp focus! This exciting new edition features:

A new focus on database marketing — one of many Emerging Applications of Marketing Research treated in depth in a new chapter

A new chapter on one of the exciting and high-interest new trends in the market — Marketing Research on the Internet

Coverage of the most recent developments in the field such as competitive advantage, brand equity, total quality management, and customer satisfaction.

Thorough treatment of the most advanced and effective marketing research methodologies, including their limitations as well as their potential for enhancing research results

About the Author:

David Aaker is professor of Marketing, Emeritus at the Haas School of Business, University of California Berkeley. He is a leading expert on brand strategy and strategic marketing. He is the author of over seven books for both the practioner and the student of marketing.

Book Description Wiley, 1995. Book Condition: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: This revised and updated edition maintains the emphasis on practical applications, and includes numerous case studies and special coverage of advanced topics in data analysis. It features an introduction to the international marketing research perspective that highlights the differences between domestic and international research, and provides solutions to handle problems that are unique to multi-country research. The new edition also contains fresh material on brand equity, customer satisfaction, total quality management, faxes, E-mail surveys and on-line databases. Bookseller Inventory # ABE_book_new_0471552542